Here are a few pointers on obtaining actual media coverage for your next event. I thought I'd jot them down as many people are asking me how my media events get so many RSVPs from the press. Well, there is no magic trick, rather protocols that are simple professional courtesies.
1. Promote your keynote speaker. Make sure the press knows who is going to speak, what the overall message is, and then send soundbites after the event is over (within 24 hours).
2. Be clear about a theme. When promoting the event (pre and post production), make sure you explain why it is newsworthy and beneficial to the business industry or community at hand.
3. Don't have a self-interest. Reporters will see through awards and acknowledgements in exchange for actual media coverage. Instead, invite them for their expertise on a panel and make sure you include social media interaction as part of the event and conversation.
4. Take an outside perspective on the event. Sure, it is important to you, but why would it be important to someone who doesn't know you? The answer to this question will mean the difference between media attendance and media coverage.
I hope this information helps you secure actual media coverage for your next big event.
Until Monday,
Velma Trayham
Friday, February 27, 2015
Thursday, February 26, 2015
There's Value in Publicity
When people don't see the value in public relations, they don't see the dollars they are missing out on. Publicity is a long-term, layered process. You need to build a relationship to be in the game, not just send out a few releases and Tweets over the period of a couple of months.
So, how do you get a client to realize all that you do for him, her, or them when it comes to publicity? Simple, you simply say "yes" followed by "and then." This tactic has been used for years by Wolves of Wall Street. It is pretty effective because it tells clients what they are missing out on and helps you upsell all at the same time.
For example, if a client says to you "I'm not seeing results. It's been four months and I could have done this myself," don't argue with them. For the most part, they COULD have called the media and wrote their own press releases. Instead, using the 'Yes' tactic will put more into perspective for them.
Your response should be more like this; "Yes, and I can see your frustrations. I'm not doubting your ability to do what I do, but do you really have the time to dedicate to these tasks or the ready-to-go resources? Results do take time, but let me list what we have accomplished in such as short time....."
You should always upsell your strong attributes and remind clients of where your value really lies. So, as you head into the week, ask yourself if you are saying "yes" enough when clients are happy, sad, or unsure.
Until next time,
Velma Trayham
So, how do you get a client to realize all that you do for him, her, or them when it comes to publicity? Simple, you simply say "yes" followed by "and then." This tactic has been used for years by Wolves of Wall Street. It is pretty effective because it tells clients what they are missing out on and helps you upsell all at the same time.
For example, if a client says to you "I'm not seeing results. It's been four months and I could have done this myself," don't argue with them. For the most part, they COULD have called the media and wrote their own press releases. Instead, using the 'Yes' tactic will put more into perspective for them.
Your response should be more like this; "Yes, and I can see your frustrations. I'm not doubting your ability to do what I do, but do you really have the time to dedicate to these tasks or the ready-to-go resources? Results do take time, but let me list what we have accomplished in such as short time....."
You should always upsell your strong attributes and remind clients of where your value really lies. So, as you head into the week, ask yourself if you are saying "yes" enough when clients are happy, sad, or unsure.
Until next time,
Velma Trayham
Wednesday, February 25, 2015
Another Word on PR & Social Media
Every remove someone from your social media accounts because they are stalking every post you write? You know the type- they “like” or “retweet” everything you say. Even worse, their own posts are nothing more than selfies, rude memes and, of course, status updates from the gym! You want followers, but you want the RIGHT followers.
Here are my tips to navigating your way through your personal social media accounts like a pro;
#1. Don’t overshare. Oversharing photos of yourself, your pets and/or your kids is called annoying. Think of yourself walking down the street and someone stopping you every two seconds with a photo from their wallet to share with you. Annoying! Don’t be this person, especially if you run a company!
#2. Don’t buy “likes”, YouTube views or Twitter followers. We all can tell when “ana zhoisf sdjkdfhss” is a fake profile and you look silly with 10,000 fake followers reading your uninteresting posts. Value who you follow and appreciate those who REALLY follow you!
#3. Have actual conversations. OMG! Yes, don’t send important information via a text or a social media post. That’s classless- especially if it is a welfare check on someone’s emotional or physical health. Be personal,
you will intrigue more people to follow you on social media when you show you truly care about others.
Until tomorrow,
Velma Trayham
Tuesday, February 24, 2015
Success & Your Event
It's no secret that I am on The Brand Masters' Tour right now. I'm helping people understand the power of visibility by using branding and PR. So far, we've gained the support of many corporate sponsors- including UBER!
So, what's my success secrets? I'm sharing them with you below;
Tip 1: Interaction is key, not presentations. No one likes to sit through presentations. We often have to, but ask someone if they are excited about a three hour presentation, they’re not. So, find ways to incorporate the audience and feed off of their energy to keep people engaged and happy.
Tip 2: Take care of your sponsors. Often, ROI for a sponsor isn’t immediate and they tend to care about this factor more than media value. So, how do you keep them happy before, during or after an event? Treat them like gold. Sponsors are your event’s financial backbone. Send random gift cards, play their importance up big time to everyone, and continuously thank them for supporting you.
Tip 3: Don’t accept any media outlet. This is a rookie mistake. Sometimes we are so desperate for clippings (especially if we have bad clients), that we – as PR people- will credential any media outlet to cover the event. This isn’t good. In fact, it’s bad. Why would the mainstream media show up when they see stringer reporters (or worse, illiterate bloggers with an audience of 200 who want to be reporters) attending the event? If you want to add a “need to be here” feel to the media, make sure you are only offering so many credentials and offer VIP credentials to the right outlets. Don’t credential each and every outlet. It’s not worth it. It will ruin your reputation and when your clients (or sponsors) discover they are being interviewed by a small time reporter or stringer…. They WILL Be unhappy.
Still have questions? I can help you setup a successful event. Just ask!
Velma Trayham
So, what's my success secrets? I'm sharing them with you below;
Tip 1: Interaction is key, not presentations. No one likes to sit through presentations. We often have to, but ask someone if they are excited about a three hour presentation, they’re not. So, find ways to incorporate the audience and feed off of their energy to keep people engaged and happy.
Tip 2: Take care of your sponsors. Often, ROI for a sponsor isn’t immediate and they tend to care about this factor more than media value. So, how do you keep them happy before, during or after an event? Treat them like gold. Sponsors are your event’s financial backbone. Send random gift cards, play their importance up big time to everyone, and continuously thank them for supporting you.
Tip 3: Don’t accept any media outlet. This is a rookie mistake. Sometimes we are so desperate for clippings (especially if we have bad clients), that we – as PR people- will credential any media outlet to cover the event. This isn’t good. In fact, it’s bad. Why would the mainstream media show up when they see stringer reporters (or worse, illiterate bloggers with an audience of 200 who want to be reporters) attending the event? If you want to add a “need to be here” feel to the media, make sure you are only offering so many credentials and offer VIP credentials to the right outlets. Don’t credential each and every outlet. It’s not worth it. It will ruin your reputation and when your clients (or sponsors) discover they are being interviewed by a small time reporter or stringer…. They WILL Be unhappy.
Still have questions? I can help you setup a successful event. Just ask!
Velma Trayham
Monday, February 23, 2015
Crisis vs. Reputation PR
Reputation management has to be built long before a crisis ever takes place. Why? So when a crisis does take place, the crisis communication aspect of publicity actually works. This said, there are three rules every publicist follows when working with reputation management. I've listed them below;
1. First, don't assume people care about your press release, media kit, or other collateral. Guess what, if the media doesn't spin it or it doesn't go viral- people don't really care, and if they do- only until the next breaking news story comes along. Reputation management is about likability and making people care about you, your client, or your brand.
2. Second, don't assume what you or your client says can't or won't be taken out of context. It will. Some stringer journalist will look to make a name of him or herself. Make sure you have a plan to deal with these types of reporters ahead of time. Know what you can and can't do when responding to this legally and from a PR POV.
3. Play the relationship / favor card. You will have to bite the bullet here. If you have a really green client, reporters may not see their media value. You may have to trade a feature with a major client to get small clippings for the yet-to-be major client.
Velma Trayham
Friday, February 20, 2015
How to Kill Your PR Brand with a Selfie!
Publicists love to toot their own horns. Well, that’s why they are publicists, right?! The problem with this is social media shouldn’t be about promotion, but more about engagement. Since most newbie PR pros are not navigating social media properly, I wanted to use today’s blog to clarify how to really rule in social media from a PR perspective.
First, use Vine to make a 6 second video for any news announcements. Not sure what Vine is? You’re further behind than first thought and should click here to learn more. https://vine.co/
Next, use all other social media accounts to write a brief announcement that should cater to how people will benefit from it- not why they will care. For example, if you are releasing a new flavor of ice-cream- don’t announce it as your company releasing a new flavor. Instead, write “Chocolate lovers united! Velma’s Ice-cream adds Chocolate Devil flav. Option. Limited time only.” In fact, if you find yourself writing more about you and your clients versus how the audience will benefit from the alert or release, it may be best to take a PR writing or social media writing course.
Finally, engage with those who care. Go through your followers and do random giveaways for products or promotions. This is the best and most low-cost way to ensure people are engaged with your brand using the element of surprise. Plus, when your brand is mentioned- you need to respond and respond quickly.
What you don't want to do is be the selie- queen or king. Only the great publicists know that it isn't about them, it's about their clients. It's OK to toot your own horn if you toot that of your clients' more. If it is all about you then it can't be all about your client. Thus, follow my steps above and stay away from constant selfies. They will kill your PR Brand.
Velma Trayham
Thursday, February 19, 2015
Two Ways Facebook Can Work For You!
People tend to believe Facebook is all about branding and can't generate real business. NOT TRUE. If you use Facebook right, you can convert visibility to profitability. Here are my top two tips for doing this;
Here are my top four tricks for Facebook use in direct relation to business ROI and brand engagement;
1. Ask for input. This helps your demographic not only take ownership of your brand in a way, but it can help you from spending money where it doesn’t need to be spent! Whether you customers to vote on a new logo or product color, use their input to reasonably guide the direction of your next business decision.
2. Be your own biggest fan. Facebook is where you want to promote yourself without limits. Be bold, talk yourself up, and post relevant information and graphics. Your customers will engage with you more often when you are confident about your services and products.
Until tomorrow,
Velma Trayham
Here are my top four tricks for Facebook use in direct relation to business ROI and brand engagement;
1. Ask for input. This helps your demographic not only take ownership of your brand in a way, but it can help you from spending money where it doesn’t need to be spent! Whether you customers to vote on a new logo or product color, use their input to reasonably guide the direction of your next business decision.
2. Be your own biggest fan. Facebook is where you want to promote yourself without limits. Be bold, talk yourself up, and post relevant information and graphics. Your customers will engage with you more often when you are confident about your services and products.
Until tomorrow,
Velma Trayham
Wednesday, February 18, 2015
Three Common PR Mistakes
A journalist recently shared with me, via a Twitter conversation, three mistakes that drive in crazy when it comes to new publicity people. We had a great chat about it and shared some of the same frustrations.
To continue the conversation, I'm listing the three items below. Use it. Learn from it. Have me help you with it!
1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that. People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.
2. Responding to the media via text. This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.
3. Never, ever say anything bad about anyone to the media. This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.
Velma Trayham
To continue the conversation, I'm listing the three items below. Use it. Learn from it. Have me help you with it!
1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that. People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.
2. Responding to the media via text. This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.
3. Never, ever say anything bad about anyone to the media. This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.
Velma Trayham
Tuesday, February 17, 2015
How to Email the Press
People often ask me how do they get the attention of journalists via email. There are a few professional tactics you need to use in order to grab the reader's attention, but relationships are always key to getting your email read vs. going in cold.
The first tactic is to ensure your subject line is accurate, newsworthy, and concise. Journalists HATE fluff when it is pitched to them. So, make their job easier by getting to the point right away without any subjective point of views applied to your subject line.
Next, don't send attachments. Journalists will not open them. If a journalist wants an EPK, he or she will either ask for it or can visit your website to download it.
Don't put a press release inside an email. Journalists hate this. Instead, send a media-relevant pitch that quickly links to the release should the reporter require further information.Make sure it is AP style or it will get tossed.
These simple tactics can elevate your email to a viewable level with many press agents.
Until tomorrow,
Velma Trayham
The first tactic is to ensure your subject line is accurate, newsworthy, and concise. Journalists HATE fluff when it is pitched to them. So, make their job easier by getting to the point right away without any subjective point of views applied to your subject line.
Next, don't send attachments. Journalists will not open them. If a journalist wants an EPK, he or she will either ask for it or can visit your website to download it.
Don't put a press release inside an email. Journalists hate this. Instead, send a media-relevant pitch that quickly links to the release should the reporter require further information.Make sure it is AP style or it will get tossed.
These simple tactics can elevate your email to a viewable level with many press agents.
Until tomorrow,
Velma Trayham
Thursday, February 12, 2015
Marketing VS. PR- What's the better value?
Marketing people have to shop products and services and pay attention to statistics and ad buys. PR people work with media outlets to help the public understand and spread a "word of mouth" campaign to promote products and services. Yes, this is the difference and yes- these two fields / industries have to work together but also as separate entities.
Recently, there has been a mesh of these two industries. And while I agree that there are now four segments of publicity (paid, perceived, social, and traditional), there are also four segments of marketing (paid, perceived, social, and statistical).
The problem I see with new PR people seeking my help is a "one size fits all" attitude. You can't do it all. You need to stick to one side of the field and work closely with either your publicist or marketing counterpart-especially if you have multiple clients!
Spreading yourself too thin is becoming a big problem, especially in the publicity and marketing industries. So, as you head into this week- make sure you are not spreading yourself too thin. Make sure you are staying on your side of the field in order to best serve your clients.
Until tomorrow,
Velma Trayham
Recently, there has been a mesh of these two industries. And while I agree that there are now four segments of publicity (paid, perceived, social, and traditional), there are also four segments of marketing (paid, perceived, social, and statistical).
The problem I see with new PR people seeking my help is a "one size fits all" attitude. You can't do it all. You need to stick to one side of the field and work closely with either your publicist or marketing counterpart-especially if you have multiple clients!
Spreading yourself too thin is becoming a big problem, especially in the publicity and marketing industries. So, as you head into this week- make sure you are not spreading yourself too thin. Make sure you are staying on your side of the field in order to best serve your clients.
Until tomorrow,
Velma Trayham
Wednesday, February 11, 2015
Contacting The Media Via Email
Contacting the press is tricky. You should follow AP standards but you shouldn't cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.
1. Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don't know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM... their email boxes are flooded. If the email header reads "press release" or "media advisory"... don't bother sending it. You need a subject line that will stop traffic.
2. Don't BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.
3. Attach this. Reporters are not going to open an attachment. Forget it. If they're interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit.
Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always), and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you're not doing the basics right (see above), they will never even open the pitch.
Until tomorrow,
Velma Trayham
1. Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don't know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM... their email boxes are flooded. If the email header reads "press release" or "media advisory"... don't bother sending it. You need a subject line that will stop traffic.
2. Don't BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.
3. Attach this. Reporters are not going to open an attachment. Forget it. If they're interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit.
Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always), and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you're not doing the basics right (see above), they will never even open the pitch.
Until tomorrow,
Velma Trayham
Wednesday, February 4, 2015
Why Businesses Fail
Want to know the top two reasons why businesses fail? Well, you're in luck as I am listing them below.
#1. Relying on a concept and not a product. I can’t tell you the number of times I speak to people, especially in the PR business, who want to be famous or gain their idea notoriety. The problem with this is one of sustainability. You can only skate by on talking big for so long. Don’t rely on concepts to grow your brand. Instead, rely on real products that can be sold before your company can grow. Know where you’re at when it comes to concept vs. actual product and then start taking steps to get to the actual product or services delivered portion.
#2. Cash. Yes, cash is the number two reasons businesses fail. It isn’t a lack of cash that holds a company back, either. It is how it is spent. Don’t throw millions or even thousands of dollars into an ad campaign when you don’t have your product or services perfected. Instead, use the money to perfect the products and/or services. Strategic spending is a big problem for many new business owners.
Need more advise? Of course you do! Please contact me so I can provide you with comprehensive consulting services and more.
Velma Trayham
Tuesday, February 3, 2015
My Fav PR Apps for 2015!
Let's face it... apps help keep us BUSY PR professionals on target and in the loop. I'm starting the second month of 2015 off with a list of my three favorite apps to keep business and PR pitches as organized as possible and without looking automated or unprofessional.
I'm listing my "Favs" below. Please connect with me by leaving a comment below this blog as to if you use any or all of these apps or what your favorite apps are.
1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!
2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.
3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.
Until tomorrow,
Velma Trayham
I'm listing my "Favs" below. Please connect with me by leaving a comment below this blog as to if you use any or all of these apps or what your favorite apps are.
1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!
2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.
3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.
Until tomorrow,
Velma Trayham
Monday, February 2, 2015
Getting Clients to Trust Your Direction...
Clients new to the PR game are often the most difficult. I say this in a positive way.They haven't learned the power of PR yet so it is understandable when they have trust issues in what we, as PR people, actually do. Some new clients want to be on The Today Show - like tomorrow. Well, we all know things don't work this way. Sadly, if you don't deliver- like tomorrow- the trust they don't already have with you turns into resentment and more distrust.
There are ways to help build trust among new clients. In fact, below are three ways you can help promote trust between yourself and another party. I’ve tried and tested all of these steps and they do work!
1. Eliminate the cell phone check at a meeting. No one can trust another person who isn’t present at a meeting. If you are going to lunch or a meeting with someone, leave the cell phone in the car. I’m serious. If you have someone’s attention for a whole hour without showing them there is something better on the end of your phone- you will easily gain their trust.
2. Truly listen. This is hard for many people to do as we all want to share experiences and speak about ourselves. Listening and then repeating what we hear to others is a cue that we are trustworthy because we are interested. Paraphrase what you heard at any meeting back to the key people involved to ensure that you are a listener and you are willing to communicate. This practice builds trust!
3. Close the door. Yes, close the door for every meeting you have with a person if you have an office. This shows that you are putting them first and setting the outside world apart. I even like to say “I know this meeting isn’t going to address confidential information but I like to keep my conversations private. It helps me confide in important people, like yourself, should a situation arise.”
Learning to trust and learning to be trustworthy are two different things. As a business owner, you have to be trustworthy in a world that doesn’t reflect this message. Start implementing the three tips above and you will be on your way.
Until tomorrow,
Velma Trayham
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